Jessica Simpson embodies the spirit of her Spring 2013 fashion line in a "playful, all-American" beach side photoshoot.

The singer-turned-designer explained what sort of look she hoped to capture with the promotional shots for her Spring 2013 clothing line, lensed by famed fashion photographer Ellen von Unwerth.

For the glamorous sunlit photoshoot, which took place on Malibu's El Matador beach last November, Jessica is seen modelling clothes, shoes and sunglasses from her collection.

“Ellen is incredible and was able to really capture the essence of the spring collection - it’s playful, all-American, classic," Jessica told PEOPLE.

Jessica is seen posing in items from her new line that include a cute tie-dye skirt, a denim romper suit, sky-high neutral wedges and deluxe cheetah-print sunglasses.

The images were taken after the birth of Jessica's daughter Maxwell Drew and before she fell pregnant again. They show the results of her post baby weight loss, with the star's body looking super-toned thanks to her vigorous training program with celebrity personal trainer Harley Pasternak.

Jessica rocks her signature loose blonde waves, smoky eyes and light pink lips with the finishing touches of her shoot.

“Last fall’s campaign was shot while I was pregnant so I worked behind the scenes on the shoot,” Jessica explained. “I was really excited to be back in front of the camera for this year’s campaign.”

Jessica explained what she hopes to have achieved with her latest affordable clothing line. Her designs, which are nearly all under $200, can be widely obtained in US chain stores Macy's and Nordstrom in a variety of sizes.

“I want everyone to be able to wear my designs,” Jessica continued. “The collection is accessible - from extra-small to plus and maternity, there is something for everyone to feel great in.”